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    Action Connect!on Action Connect!on Presentation Transcript

    • SESSION 4: Search Marketing
      18th June 2009 10.00am
      Presented By: Cristina Sagarduy
    • Before we start…
      Phones: Please ‘MUTE’ all phones
      Mobiles: Please turn-off or move these AWAY from your desk phones
      Questions: Please write down any questions and email sasha.duffitt@omd.com
    • Today’s agenda
      What is Search?
      Defining Search Engine Optimisation (SEO)
      Defining Paid Search Engine Marketing (PPC)
      Defining & delivering Search excellence
      OMG Search product
      How to sell search
    • What Is Search?
      4
      Google’s Mission:Organize the world's information and make it universally accessible and useful.
    • Search: One of the most popular online activities
      74.2 billion
      Internet searches conducted worldwide in June 08; that’s 11.1 searches for every person on Earth, in one month.
      If every search were a mile, we’d go to the sun and back nearly 5 times every year.
      Sources: comScore qsearch, June 2008, (divided over 30 days for per day value); world population as of July 2008, distance to the sun, Wikipedia.org.
      5
    • Search will be 7% of EMEA media market by 2010
      EMEA Total Media Market
      EMEA Internet Ad Spend
      CAGR 4.8%
      CAGR 21%
      $130bn
      $156bn
      $11bn
      $19bn
      8%
      14% internet
      49% search
      43%
      2010
      2007
      2010
      2007
      Search represents nearly half all online ad spend in EMEA
      6
      Sources: PriceWaterhouseCoopers Global Media and Entertainment Forecast 2007-2011
    • What drives consumers to Search?
      67%of online search users are driven to search for information about a particular company, product, service or slogan by an offline channel
      37%
      30%
      20%
      39%
      63%of searchusers who research online, purchase offline
      40%
      Source: iProspect, “Offline Channel Influence on Online Search Behavior,” 2007. (Q. Within the last six months, which of the following prompted you to go to a search engine to look for information on a particular company, product, service, or slogan? Select all that apply.)/ RAB Word of Mouse Study 2007.
    • Searchengines: who are the players?
    • Searchengines – the leader isonly one
      Source of data:gemius/Traffic[09.09.2008 – 06-10.2008]
      NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.
      Then an average from the percentage of visits is calculated for every search engine.
    • Search engines
      Neti.eevs. Google in Estonia
      Google in selectedcountries
      April 2008
      Google is not only the leader in most of the CEE countries, but also strengthens it's position.
      Source of data:gemius/Traffic
      NOTE: The search engine ranking is calculated using the percentage of visits generated by search engines to sites using gemiusTraffic.
      Then an average from the percentage of visits is calculated for every search engine.
    • Google is the market leader in search
      Czech R.
      31%
      Turkey
      90%
      Hungary
      95%
      Romania
      73%
      Poland
      92%
      Slovakia
      52%
      Ukraine
      64%
      Latvia
      97%
      Bulgaria
      56%
      Croatia
      72%
      Lithuania
      97%
      Estonia
      63%
      Sources: Gemius CEE, Ipsos Mori surveys
    • Search Marketing: What is it?
      Pay Per Click
      Search Engine Optimisation
    • What is Search Engine Optimisation (SEO)?
      Forget the hype, SEO is about the process of making great web sites that earn traffic and convert visitors into customers
      Increasing visibility in the Search engines natural listings
    • Organic Search Results
    • In a Nutshell
      Content
      Ranking
      Quality
      Is to achieve a high, stable and long term presence at the top of the engines for phrases which have both high volume and which convert well
      Relevancy
    • Advantages & Disadvantages
      Lack of Control
      Difficult to get listed in
      the top results for
      competitive phrases
      Traffic –
      page ownership
      Brand visibility
      Investment needed
      long term
      Difficult to estimate the
      return on investment
    • Paid Search
      Paid Search is Consumer Initiated Advertising – Advertising that is consumed proactively and triggered by a search query
      PaidSearch
    • Paid Search : Google AdWords
      Top sponsored ads: Up to 3 listings
      Sponsored “Paid” Advertising
      Advertisers can bid on these positions
      Side sponsored ads: Up to 8 listings
    • How Paid Search Works?
      Auction
      Positioning
      Click
      Advertisers bid on different combinations of search queries in, what is effectively, an auction
      Their position in the listings depends upon many factors including relevancy and bid price
      The advertisers pays each time their ad (link) is clicked on
      1
      2
      3
    • How the auction works: Google Quality Score
      Contributing factors:
      CTR of account
      CTR of keywords
      Ad text relevancy
      Relevancy of landing page to the keyword and Ad Copy
      Historical keyword performance
      Other relevancy factors
      Max CPC bid x Quality Score = rank/position
      High Quality Score = Lower min. Cost per Click (CPC)
    • Time of Day
      • 3 AM – 7 AM
      • 7 AM – 11 AM
      • 11 AM – 2 PM
      • 2 PM – 6 PM
      • 6 PM – 11 PM
      • 11 PM – 3 AM
      What/Who Can You Target?
      Day of Week
      Choose which days you
      want your ads to run
      Geography
      Countries, cities, areas and language
      Gender (content only)
      Age Group (content only)
      • 18 – 25
      • 25 – 35
      • 35 – 50
      • 50 – 65
      • 65+
    • The Power of Paid Search: Precision
      • Proactive Consumption: consumers seek out and indicate an active interest in specific content, products and/or services
      • Mass Customization: marketers can display a different listing to each consumer based on the perceived intent of his/her query
      • Instant Point-of-Need Direction: marketers can instantly direct interested consumers to a specific destination based on the query where they can engage with the brand
      • Dynamic, Performance-Based Pricing: marketers name their price in real-time and pay only for actual traffic delivered to their website.
    • Paid Search: Contextual targeting
    • Example Contextual Ad
      Article about how the way you hold your glass reveals your personality:
      Google Content Network ads below the article at bottom of the page:
      24
    • Search versus Contextual targeting
    • Running a Paid Search Campaign
    • How Do You Run a Paid Search Campaign?
      • Think of your objective (DR vs. Branding)
      • Select relevant Keywords
      • Write relevant Ad-Copy
      • Choose the most appropriate Landing Page
      • Set bid price according to priorities (it’s an auction)
      • Track overall performance and at a keyword level
      • Evaluate & Optimise continually
      | Proprietary & Confidential
      27
    • Small Car Generics
      Brands
      Basic Elements of Search
      KEYWORD A singular word or phrase that is triggered based on what users type into a search engine – “search query”. This query reveals the users intention. Linking the right keyword, ad text and landing page to the query is the key to a successful paid search campaign.
      Search using the keyword nissan, sometimes containing other generic keywords but does not reference the name of a car model
      Keywords contain no reference to nissan or a nissan car model but relates to some kind of small car
      definition
      keywords
      nissan, nissan car, new nissan car
      small car, compact car, city car
      Nissan - Small Cars
      Simplify the city by driving a Nissan
      Small Car! Order a brochure today!
      www.nissan.co.uk
      Nissan – Official Site
      Check out the Nissan range.
      Great value, affordable prices
      www.nissan.co.uk
      Max Bid
      copy
      landing page
    • Management, Tracking & Evaluation
      Paid Search Technology
      Measure your results real time
      Tracking across media
      Time of the day
      Day of the week
      Automate Bid Strategies
      Understand path to conversion
      Schedule and rotate Ad Copy
      Testing; landing page, ad copy, keywords
      Dynamically insert price points
      Forecasting
      Brand monitoring
      Key players
    • OMGSearch Product
    • The OMG Search Product
      Fully Integrated
      • Across media channels
      • TVand Radio
      Strength & Depth of Resources
      • Experienced teams
      • Broad & consistent network
      • Significant supplier leverage
      Maximum Agility
      • Strong budget management across media
      • Immediately focus on high performing elements
      • Exploit & manage demand & product changes
      Technology
      • Full path to conversion tracking
      • Integrated with display and other digital activities
      • Optimise ROI to set KPIs
      • Maximise quality score
      Transparency
      • Weekly report&Search Dashboard
      • 24/7 reporting access to account
    • USP Integrated: We extract maximum value from every single query
      Holistic optimisation
      process
      Consumer behaviour
      informs media strategy
      Sales
      Systematic, holistic approach drives engagement & leverages all channels
    • Selling Search
    • Who can benefit from search
      Search Marketing
      Inform / Educate
      E-commerce
      Branding
      Testing
      To inform and / or educate customers addressing them to specific content on / parts of the site
      Drive customers to the site to convert into actions (i.e. Sales, Registrations, etc)
      Create direct brand awareness or against competitors
      Testing platform (i.e. Messaging, )
    • Different KPIs for different clients
      Goal
      Sales
      ROI
      Leads
      Sign Ups
      Branding
      User Action
      High Purchase Volume
      Sales with high profit margin
      Enquiries / phone calls
      Email address / form submission
      Increased searches / impressions / unique visitors
      Direct response
    • Different actions for different goals
      Branding
      Direct response (ROI)
      Focus on visibility and messaging not immediate sales
      Gain clicks where the user will buy!
      How?
      Focus on ‘purchase’ stage of buying cycle
      Use unambiguous keywords
      Action driven ad text
      Deep link to specific landing page
      Base bidding on margins
      How?
      Focus on ‘awareness’ stage of buying cycle
      Use general industry keywords
      Brand driven ad text
      Base bidding on position and relevancy
    • Things to know before selling search
      Finance, E-commerce & Travel clients are key sectors for search
      Search is labour intensive, needs constant optimisation
      Results are not guaranteed (specially SEO); positions, CPCs, CPAs
      Consumers are prompted to search by external factors integration is a key selling point
      Technology adds additional cost and additional labour
      Customer from travel and e-commerce are more advanced and can be demanding
      Transparency is key in search and can become a great selling point in CEE
    • How to sell search
      Understand your client use of search (and your client)
      Highlight Search Unique Selling Points
      Proactively consume
      Immediate; instant results
      Flexible
      Customisable
      Measurable; It can work to a set target
      Show
      examples of campaigns, copy and keywords with your client website and copy
      how other people is using search
      success metrics and how they will be optimise
      Reporting
      Scale of search regionally/globally
    • Typical Search Remuneration Models
      Percentage Spend
      Clients new to search and with good growth potential
      Working with open budgets
      Clear objectives
      Tier structure
      Clear Service Level Agreement
      Retainer
      Branding clients
      Clients with Fixed budgets
      Clear Service Level Agreement
      Retainer + performance
      CPA driven customers
      Open budgets
      Proven search results
      Clear Service Level Agreement
      Other chargeable fees
      Set up fee
      Technology cost
    • In summary
      Approximately 80 billion Internet searches are performed worldwide each month
      Search in EMEA is a $9 billion industry making it a vital part of the media mix
      Search is close to 50% of the overall online ad spend in EMEA
      Search is consumer initiated (demand driven)
      Google is the clear market leader and is continuing to grow
      Offline media should be planned and integrated with Search given its enormous impact
      Search serves most purposes: creating awareness, lead generation and / or customer acquisition. Setting the right KPIs is essential for measurement and ensuring continued success
      Search is highly measurable, targeted, customisable and it delivers fantastic results!
    • SESSION 6:Social & Viral Media
      22nd June 2009 10.00am
      Presented By: Duncan Pointer & Remi Adjani